Many venture capitalists (VCs), one of the business’s key target audiences, advise against hiring a business advisory firm like Lux.

Lux is a new player in a heavily saturated marketplace—both domestically and internationally—of established VC firms and business advisory firms each trying to attract the best products and bright minds in clean tech, emerging tech, sustainability, and conservation.

The Strategy

We conducted a comprehensive series of brand consulting sessions to evaluate Lux’s competitors’ brand identities and messaging. This helped refine a stylistic direction as well as serve as a survey of the general marketplace.

We advised the client after a few misfires on brand naming. They wanted to name the business themselves. However, one choice was too narrowly focused and would’ve made it difficult to add new partners; another had a trademark conflict.

The Relationship

Following our brand consulting phase, we then developed their brand identity, the physical manifestation of their brand:

We translated the brand messaging and research into a logo design that truly embodies Lux’s Big Idea, which emerged from the brand definition process, that they are: At the intersection of idea and launch.

We’ve created business cards to match the style derived from the development of the brand brief.

We launched a website to describe their programs and business philosophy.

We set up and customized their LinkedIn company page. They are utilizing our social media management service. After just one month, their website traffic was up 65.48%; number of users were up 38.89%; pageviews were up 85.37%; average session duration was up 153.07%; and bounce rate was down 18.55%.

We then designed and built their trade show booth, with an 8-foot wall, podium, pens, Surface tablet stand, and magazine rack.

The Portal

Following delivery of our sales flyer designs and pitch email content, we busted out pencil and paper for Part 2 of this exciting client project: an extranet called LuxConnect.

The portal unifies and streamlines processes for internal staff, clients, and channel partners. It features project management, e-commerce, document management, and communication tools, which opens up opportunities for a better and more professional user experience for everyone the consultancy represents and collaborates with.

We began with sketching UX user flow, then diagrammed it for presentation to the client and their staff before moving on to build the intuitive private portal.

Beta launch occurred in April 2018.

Lux Global Partners: New York, New York

I haven’t seen this kind of action on LinkedIn in a long time. I’m quite impressed.

- Gary Peterson, Founder & Managing Partner

Lux Global Partners: New York, New York

Your work is extremely good, and we all love what you’re doing. Kudos to you and your team!

- Gary Peterson, Founder & Managing Partner

Lux Global Partners: New York, New York

Thanks for being so prompt and professional with everything; we so appreciate it. The Channel Partner brochure is getting rave reviews!

- Gary Peterson, Founder & Managing Partner

Lux Global Partners: New York, New York

We love what you’ve done! We ALL agree that the brand brief is fabulous!